Brandless is a brand-new company out of San Francisco that hopes to completely disrupt the CPG category (including Amazon). Forbes Reporter, Amy Feldman, reported on the Brandless concept recently in her, "Brandless Hopes To Shake Up Consumer Products With Direct-To-Consumer Basics For $3." It's a brilliant concept and is so because it drafts off of three different marketing trends: people resent marketing, people don't have time to shop and less choice is better choice.

Let's take those one at a time.

People resent marketing.
If you read the About section on the Brandless web site, you'll see the trademarked term, "BrandTax." Seeing it sent a chill down my marketing spine.